Exploring the effect of familiarity on sports performance food perception in various simulated consumption contexts

Abstract

Leveraging immersive room technologies this study sought to explore the impact of consumer familiarity on the perceived appropriateness and liking of high-protein energy bars across three distinct contexts: Pre-Workout, Office Break, and Outdoor Break. Results showed that both context and familiarity have significant influence on consumer perceptions, with high familiarity consumers giving the bars greater liking and appropriateness scores than low familiarity consumers. The Office Break context received the highest appropriateness and liking scores, while the Outdoor Break context was rated lowest. Post-test focus groups revealed diverse perspectives on the balance between utility and hedonism in food consumption, underscoring the influence of consumer usage patterns, consumption context, and prior product experience.